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In today’s D2C landscape consumers expect brands to not only deliver quality products, but also create highly personalized connections.  This can only be done when businesses effectively combine Omnichannel marketing strategies, experience personalization, big data, AI, etc.  

The following article reviews some outstanding content shared by senior representatives from Unilever, BigC, Antsomi, Vui App, and Kimberly-Clark at the 1st Martech Vietnam 2022 event hosted by MMA taking place at the end of April 2022.

![MMA Martech.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_1048cac495.webp)

The first was a presentation on Omnichannel trends from Ms. Nguyen Thi Minh Tam - Business Unit Director for Home & Hygiene, Unilever Vietnam, and Ms. Truong Thi Huyen Nga - Omnichannel Director for BigC. Next, Mr. Dinh Le Dat - Co-Founder & CEO at Antsomi and Mr. Dzung Dang - Co-Founder & CEO at Vui App, respectively, discussed the overall picture of Martech in the Modern Marketing era. Shweta Vig – Senior Marketing Manager for Child Care at Kimberly-Clark, shared about the role of personalization in increasing ROI for retail and e-Commerce.

**Omnichannel trends from the perspective of FMCG brands and retailers.**

Ms. Nguyen Thi Minh Tam - Business Unit Director for Home & Hygiene, Unilever Vietnam, said that the Omnichannel trend has developed rapidly during the past 2 years of the pandemic. In the FMCG industry in particular, revenue from Omnichannel accounts for 33% and will grow steadily in 2021. Omnichannel penetration in Southeast Asia is about 3-4%. In Vietnam, this figure is up to 8%. Therefore, the application of Omnichannel strategy is essential for businesses not to be left behind.

![MMA Martech - NTMT.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_NTMT_56a3a9f7c2.webp)

In addition, of the 3 Omnichannel elements - Content, Data, Media - Ms. Minh Tam pays special attention to the Media factor because of 4 things:

- Perfect Online Store: Product content needs to be clear and attractive. Whether the content is images or text, it needs to be optimized to convert Shopper and achieve Organic Search.
- On-retail Search: Brand products need to be easy to find when consumers search.
- On-retail Media: Businesses can invest and choose the location of banners and products on retailers' websites. Accordingly, they need to appear to the right people at the right time.
- Off-retailer Media: Includes Paid search, Programmatic and Social, used to pull Shopper from Awareness stage of funnel to Conversion.

![MMA Martech - Omnichannel Media.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_Omnichannel_Media_da559598ca.webp)

To operate the Omnichannel model effectively, Media Data and Retailer Data need to be integrated with each other. Brand and media data can drive high-quality traffic to Retailer websites. In return, if the Retailer shares data, it will help improve the analysis and optimization of Media Spend, and improve the likelihood of repeat purchases in consumers.

In addition, Ms. Truong Thi Huyen Nga - Omnichannel Director at BigC, mentioned 4 expectations of retailers in collaborating with brands to develop Omnichannel, including: Brand Vision, Work Organization, Customers Behavior, and Direct Marketing.

![MMA Martech - TTHN.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_TTHN_0643028a0e.webp)

First, brand vision plays an important role in motivating retailers to overcome obstacles when pursuing a successful Omnichannel picture. For example, investing heavily in the early stages of deployment, changing the way you work, reacting quickly, or digitizing, etc.

Next, as more and more stakeholders join forces to implement Omnichannel, proper design and execution is essential for smooth and efficient planning.

Based on a Shopper's shopping behavior, brands and retailers should customize their own promotions, differentiate each experience at the touch points to attract Shopper and increase cart size.

Finally, Direct Marketing activities will help drive shoppers to the right product for them, at the right occasion, with a larger cart size.

**Modern Marketing Era – time to re-establish and reboot with Martech.**

Following the presentation of 2 representatives from Unilever and BigC, the participants continued to listen to the sharing of Martech in the Modern Marketing era. Mr. Dinh Le Dat - Co-Founder & CEO at Antsomi, started the panel with a brief overview of the data landscape in Vietnam.

![MMA Martech - DLD.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_DLD_34c51fcc09.webp)

Mr. Dat said that after 2 years of the pandemic, businesses are aiming for sustainable growth through customer retention and customer lifetime value enhancement. That's because when they dug into the data that reflected source of growth for the business, they found that most of the profits came from existing and repeat customers. Accordingly, he expressed his pleasure to see more and more businesses start to strategize on consolidating and developing 1st party data because they realize the great influence of existing customers on business operations.

Talking about the global Martech picture before 2021, an average business uses about 15-17 different tools to operate the entire Marketing funnel. Meanwhile, this number in Vietnamese enterprises is only 10 tools. Moreover, data-related solutions in Vietnam are still quite limited. However, everything changed "vertically" within 12 months, notably the birth of 5 Vietnamese companies specializing in CDP. In parallel, more and more brands are starting to pay attention to CDP, or even find ways to extract value from data pools for marketing campaigns and business activities.

From there, Mr. Dat made 3 predictions about the future of martech in Vietnam:
- 1st party data becomes the ""pillar"" of every business decision of an enterprise.
- Privacy management will be more focused so that customers can feel secure when using products and services of businesses and brands.
- More workshops are needed to ""educate"" or share so that businesses in the industry can understand the common pain points and work together to come up with an appropriate solution.

![MMA Martech - Dzung Dang.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_Dzung_Dang_ee82ea06e9.webp)

Next, when asked to predict digital ad spending, Mr. Dzung Dang - Co-Founder & CEO at Vui App, said the level of spending will continue to increase sharply after the pandemic. In the past 2 years, the market witnessed the collapse as well as the outstanding success of many businesses. So, now is the time for the losers to start picking up speed again, and for the winners - typically tech companies - to maintain and enhance their strength. Moreover, in addition to focusing on strengthening data capacity (or specifically, 1st party data as Mr. Dat shared), marketers also need to invest in content platforms. This is necessary because today's businesses and brands have a harder time retaining existing customers when consumers have many different choices, and are exposed to more and more digital advertising.

"Mr. Dat closed the discussion with a few notes for marketers in effectively using 1st party data & 3rd party data and optimizing marketing costs. Many marketers try to optimize the top of the funnel with Ads Assets for different customer groups. However, in reality, many groups of customers visit the brand's website which only has a single message. This affects the customer experience, increasing the likelihood of them leaving the brand's product shopping journey."

Mr. Dat noted that brands initiate appropriate messages for at least 3 customer groups including New Visitor, Revisiting Customer, and Returning Customer, to improve conversion rates. This job does not require businesses or brands to own large amounts of data and, in Vietnam, there are also many solutions to help businesses make this job easier.

At the same time, marketers also need to have regular interactions with customers. Suppose, based on 1st party data obtained from the first purchase, the marketer can influence them to lead to the next purchase. For example, marketers can create goodwill with customers by sending thank you emails, vouchers, promotions via apps, instructions on how to use the products they buy, etc.

**The role of personalization in increasing ROI for retail and e-Commerce.**

Ms. Shweta Vig - Senior Marketing Manager of Child Care at Kimberly-Clark, shared that there are many technical terms when discussing Martech. But for her, it all boils down to one word - the consumer. A marketer's job is to understand consumers, where they're going, and deliver the right message. This becomes even more challenging in the face of the rapid development of digital and technology as well as the rapid change in consumer behavior. According to her observations, there are 2 typical challenges as follows:

![MMA Martech Shweta Vig.jpg](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_Shweta_Vig_ab0e160d40.jpg)

The first is data collection. Not every industry or brand can collect data easily.  Given the limitations of 3rd party data collection, 1st party data has become increasingly important. The second is the quality of the data. Does the personal information data of customers have quality assurance and have any value for business activities of enterprises and brands? For example, when working in Malaysia, the company used to mainly reach its customers via email. However, when surveying consumers, the company found that most of them do not open to read the emails. Obviously, the data learned is using email is not effective and the company needs to change its approach.

In the baby care industry, for example, customers come and stay for 3-4 years. So brands only have that short time to actively interact with mothers to attract and retain them. Accordingly, data is an important part of the brand's development strategy. On the contrary, a feature of the industry is that mothers also actively provide their information in exchange for trial products, or gifts...The question is, what should childcare brands do with the data they collect?  Building on Kimberly-Clark's successes, she says it's possible to apply data to media stories, ROI, and insights to drive business growth.

![MMA Martech - Final.webp](https://purposeant-uploads.s3.ap-southeast-1.amazonaws.com/MMA_Martech_Final_f454b5a654.webp)

With the media, she assumes that if the Huggies brand collects data on 60% of the total number of new customers in Vietnam, it will not necessarily invest in a mass media channel such as TV. Instead, Huggies will choose to build relationships with moms on platforms they love and deliver the best possible experience through one-on-one interactions.

Besides, she gives examples of brands that have a strong connection with consumers through the correct use of data and conveying the right messages. As a result, brands can save on the cost of converting new customers and retaining them. Since then, the ROI index has also improved.

"Previously, brands could only get insights through organizing focus groups to interview consumers.
But now with data, brands can identify insights as well as what is preventing effective communication with consumers and from there, create and deliver the right message to the right people at the right time."

Re-live MMA Martech Vietnam 2022: The picture of Martech in the Modern Marketing era

Re-live MMA Martech Vietnam 2022: The picture of Martech in the Modern Marketing era

CategoryMartech

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Martech